Previously, the website relied on a long, continuous scroll. While this pattern can work well for mobile, it is less effective for a tax and accounting website, where users typically want to locate specific information quickly rather than scroll through an entire page.

The navigation didn’t reflect what was actually on the page. If certain sections are not important enough to be surfaced in the menu, their necessity within the page itself becomes questionable.

I introduced a clear sitemap where the navigation gives direct access to all primary content, so users don’t have to rely on scrolling.

I also consolidated overlapping sections (like merging “Our Services” and “Additional Services”) and removed low-value content such as duplicated Yelp reviews.

This simplified the structure and made navigation more straightforward.

The original site had too many competing calls to action. A modal prompt appeared twice—once immediately after the landing section, which already included a primary CTA, and again at the very end of the page, where a contact form was also present.

In addition, a phone number was displayed in the navigation bar alongside a dedicated Contact Us menu item. This created clutter, disrupted flow, and made the primary action less clear.